Research on customer education paradox and the mechanism
For companies offering complex and professional products, customer education will be useful to gain competitive advantage. But the unresolved customer education paradox has hampered the strategic decision on customer education. Through introduction of motivation-opportunity-ability model and investigation of fund investor, the result demonstrates that, customer education is a doubleedged sword. On the one hand, it will improve loyalty through switching motivation;on the other hand, it will decrease loyalty through switching ability and opportunity. Furthermore, switching motivation will moderate the relationship between switching ability, switching opportunity and loyalty.
Customer education Mottvation-Opportunity-Ability model Mechanism Paradox
Minxue Huang Xuechun Zhou
School of Economics and Management of Wuhan University Wuhan, 430072, China School of Economics and Management of Wuhan University, Wuhan, 430072, China
国际会议
杭州
英文
933-936
2012-10-28（万方平台首次上网日期，不代表论文的发表时间）